When Luck Calls, Scratch It

Like most impactful campaigns, this one started with a great insight. While gathering consumer feedback on the South Dakota Lottery brand, we learned people like to play scratch tickets when something “lucky’ happens to them during their day.

To make these lucky moments relatable, we created a series of TV and social media spots featuring everyday wins from characters in three of our key demographics. While it’s still too early to measure the results, the campaign has received great feedback and more than 20,000 views on Facebook and YouTube in the first two weeks.